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...been running tests of ads in a limited number of print publications. Now, we're excited to test an auction of ad space in select magazines.
In this test, the control is in your hands: you choose the ad size, set your price, and decide how you'd like to use the space. There's no risk to you & you pay only if you win the auction.
Is there a place to find standard prices, I imagine if there is a middleman like google it can only cost more or what is the benefit for such a magazine, just opening it up to the masses?
I'd be interested to know if Google is buying the space outright or if they are working a revenue share deal with each publication.
I used to pay £100 for a full page ad in a mag where the full page ad normally cost £5000 (rate card rate).
The deal was I would advertise any month with no notice if they had a page to fill and couldn't sell it to anyone else. My ad copy was with them on file.
I advertised every month at my special rate. It was great for me and good businessfor the mag too (better my ad than an empty seat).
The publisher sacrifices space in it's publication to an ad broker with the ability to fill that space. The publisher always has extra space, so if they can fill it with no sales expense on their part, then that revenue is gained at a higher margin than the "normal" ads.
Every magazine with a classifieds/marketplace type section in the back considers that section to be a headache. It's a pain to sell and a pain to layout. Google is going to do both for them.
Oh, and those classified pages generally have a higher page yield than display advertising...
Syzygy - the Luddite :-)
Google should be ashamed of itself putting out a new service this shotty and "dumb".
Now, if G were to automate in someway the entire copychasing, ad/page layout functions & payment structures, thus saving publishers vast amounts of money, whilst being able to offer the publishers & clients - by return - metrics on ad response & effectiveness. This may be of interest to some ;-)
Indeed, think what G would be able to do with all the data/metrics it gathered in the 'real world', as well as in its online realms. One, in the future, would have to be reminded that G, by then controlling vast amounts of public data on a global basis than it does now, used to be 'just' a search engine...
Editors are always sweating to get enough content to fill the space left over after all the ad space is sold.
Only if you're useless as an editor and the ad sales teams are ineffective...